STRATEGI HUMAS PT KERETA API INDONESIA (PERSERO) DIVISI REGIONAL III PALEMBANG DALAM MEMBANGUN CITRA TRANSPORTASI MODERN LIGHT RAIL TRANSIT (LRT) PALEMBANG
Daftar Isi:
- This Research is qualitative research entiled “PUBLIC RELATION STRATEGY OF PT KERETA API INDONESIA (PERSERO) DIVISI REGIONAL III PALEMBANG IN BUILDING IMAGE OF MODERN LIGHT RAIL TRANSIT (LRT) PALEMBANG TRANSPORTATION”. The purpose of this study is to determine the public relations strategy in building the Light Rail Transit image as a modern transportation in the eyes of the people of Palembang. In this study using Theory from Scoot M. Cutlip and Allen H. Center regarding strategic planning in the public relations field includes activities that create a conducive climate and develop responsibilities and participation between public relations officials and the public (Strategic Planning) to realize shared goals (Morissan, 2008: 153). Strategies according to Scoot M. Cutlip and Allen H. Center include Operational Strategies, Persuasive and Educational Approaches, Responsibility Approaches, and Cooperation Approaches. Data collection techniques in this study are in-depth interviews, observation, and documentation studies. The results of this study indicate that the Public Relations Strategy of PT Kereta Api Indonesia (PERSERO) in building the Image of Modern Light Rail Transit Transportation through the process of Operational Strategy, Persuasive and Educational Approach, Social Responsibility Approach, and Cooperation Approach. Based on the results of the analysis and research in the field, it was concluded that the Public Relations Strategy that was carried out had gone well even though there were still shortages in the process of publication to the people of Palembang.